Purchase Intent or buyer’s intent is a total game-changer when it comes to marketing your product or service.
Imagine having the advantage of targeting customers you know are ready to buy?
You can create a more personalized experience for them by packaging your product accordingly. This means taking a deep dive into your analytics. You want to pay attention to your returning customers to measure their website engagement and their responses to your marketing efforts.
In order to find the purchase intent, you have to look at demographics, engagement, past purchases, and how they interact with your marketing messaging. You have to look at all these different factors to determine whether or not your customer is ready to purchase.
Purchase intent can help you determine who to remarket to, as well as how to price and package your product or service. And if you have some customers that need more nurturing, you can also market more of your information-rich content towards them so that they can build some trust and feel more confident to buy from you.
In this article, I will share with you what is purchase intent, why it’s essential, and how to use this tool to help you create a more profitable marketing funnel.
Customer purchase intention is when a customer is showing clear signs that they are about to purchase a product or service, but they have not yet. DMeasure purpose intent to determine whether or not your customer is ready to buy so you can supercharge your marketing strategy.
Every business needs a good marketing strategy to be successful and profitable. And wouldn’t it be amazing to be able to predict your revenue growth more accurately?
Knowing what stage of your marketing funnel your customers are at and knowing if they’re ready to buy, or need more nurturing, is essential for successful marketing.
It also makes the process much easier because you’re getting the sale from those who are showing clear signs they’re ready to buy, and you’re not being too pushy for the ones who aren’t. Market smarter, not harder.
The theory of planned behavior states that if a customer shows strong motivational intention, they are more likely to purchase a product in the future. So you should pay attention to purchase intent so that you can analyze the behavior of your customers and market to them accordingly.
If you want to understand the buying behaviors of your existing customers, or your target market, you should look at the intent data of your business. This will give you a good idea if you’re on the right track and what tweaks you need to make in your marketing strategy.
Have you noticed how every major website and app now asks for your permission to track your activity? They do this so they can target specific ads to you based on your buying behavior and interests.
The more these are catered toward you specifically, the more likely you’ll buy, especially if you’ve been searching online for a solution to a problem.
Intent data is collected by gathering information on internet activity. This information is then stored in a database.
As a business, you can tap into this valuable information so you can target customers who show interest in your offer and make it easier for you to predict when and how to capture the sale. If you know who to target, you can increase your conversion rates because you’ll be marketing toward consumers who are actively looking for your solution.
Third-party vendors – more on this later – collect research activity across the internet. They look for any kind of content consumption. If activity from a user spikes on a specific topic – meaning they’re searching more and consuming more content in that topic – that sends a signal that they intend to purchase.
You get this data by purchasing it from these third-party vendors.
A lot of these platforms are designed to assist B2B businesses, so if you market to other businesses, this is valuable data to collect.
There’s a couple of different ways to calculate your own purchase intent without having to purchase this data from a third-party vendor. Still, it would only be limited to users who are already aware of your brand.
When calculating buyer intent, look at website analytics to see which pages are viewed the most and look at website engagement. You can analyze this data to get a good idea of their intent to buy your product.
You can also use a more direct method and ask your audience through surveys. You can do this on your social media platforms, your email campaigns, or directly on your website.
The following section is a more in-depth look at these two methods.
You can use tools like Monster Insight or Google Analytics to determine the buying behavior of your customers. This data shows you if they are highly likely to make a purchase based on their buying behavior and activity.
In Google Analytics, you can look at the Behavior category in your dashboard. From there, you can go to the All Pages report, select a page you want to check out, and view the Navigation Summary.
Looking at this report will tell you what your visitors are looking for. If they aren’t making a purchase after viewing a product, this is an excellent opportunity to investigate why that might be. Depending on what pages they visited afterward, you can determine if they have more questions that aren’t being answered when they are presented with the option to buy.
You can use this information to adjust your messaging or packaging and boost your sales.
Another method of measuring purchase intent is by surveying your audience. Asking your audience directly will give you valuable insight into what they’re looking for, the prices they’re expecting and willing to pay, and whether or not there’s a demand for your offering.
Figuring out whether or not you’re targeting the right customers based on the problem you’re solving for can make a huge impact on your profits. You can inquire as to why they’d purchase this specific product.
You can also check how innovative your product is by asking them if they feel it’s different in comparison to what’s already on the market.
Is your pricing where it needs to be? If the pricing of your product or service is too low, it can scare customers away and give off a low-quality vibe. On the other hand, you also want to know what price would be so high that your customers would never pay for it, despite how good or unique it may be.
It’s important to find a profitable sweet spot when you’re pricing and packaging your product. This ensures it’s profitable at full price as well as during sales events and promotional offers.
We’ve established the importance of purchase intent in your marketing. Now let’s talk about how to put purchase intent in your marketing funnel effectively.
There’s a few different ways that you can do this. You can use a content data provider, retarget your ad campaigns, or adjust your SEO strategy. Of course, you can – and should – apply all 3 of these methods.
Below I go over each of these strategies and how they can benefit your marketing campaign.
If you want to take a backseat and leave analyzing intent data to the professionals, then investing in a third-party vendor that analyzes intent data may be the route to go.
An intent data provider is a platform that captures intent data information previously discussed in this article. They do this by scouring the internet, looking on message boards, product reviews, product comparisons, and more. These intent data providers then collect this data and provide you with the information, so you have the opportunity to reach this consumer before your competitors.
This information can be more valuable than checking your own analytics. Because even though you can track the activity on your own site, you have no way to track the activity on your competitors’ site. For example, if someone is looking for your solution but they have no idea you exist, but they’re aware of one of your competitors, they could be looking into their solution before they have the opportunity to see yours.
Using an Intent Data Provider gives you the opportunity you didn’t have before by presenting you with these potential customers on a silver platter.
Another way you can use purchase intent in your marketing is by retargeting ad campaigns. You can do this by targeting users who visited your website, but did you opt-in to your offer or make a purchase.
Utilizing innovative ad tools like Google Ads and Facebook Ads, you can target these consumers with your ad campaigns. This is an effective method because it reminds them you exist and targets customers who have already shown interest in your product or service.
You can take this a step further by catering specific ads based on their engagement and what pages they showed the most interest in. For example, if they spent more time on content pages, like blog posts, you want to target them with more nurturing content. This nurturing content could be a ticket to a free webinar or something similar. But if they spent quite a bit of time on a product review page, a price page, or a sales page, that tells you they will be more likely to purchase so that you can target them with a product ad.
Another effective way to target customers who signal they’re ready to buy is by creating content that’s rich in high intent keywords. By using this method, you ensure that the users you target have high buyer intent.
For example, if someone does a Google search for Red High Heels, that sends a signal to Google to show them products to buy. They base this off the data collected of the number of consumers who searched for “red high heels,” and that search resulted in a purchase of said high heels. This information tells Google that the keyword “red high heels” is a high intent keyword.
You can apply this logic to your market and use a keyword research tool to find the most optimal high intent keywords to use for your content.
The type of content you put these keywords in is just as important than the keywords themselves. This is why how-tos, tutorials, production comparisons, and product reviews are so popular and highly competitive. If someone is searching the price of a specific kind of product, it’s a clear indicator that they are in the market to buy this product.
Below is a more detailed look into how to target customers in this way.
If you want to target customers who are ready to buy, you need to cater your content toward those with high purchase intent. A customer with high purchase intent is actively seeking to purchase a specific product or service. More times than not, they just need to be guided on which one to go with.
These pieces of content are SEO rich with high intent keywords, so you know if someone is clicking on the link, they are very likely to make a purchase. You can bring in high intent buyers to your site by creating content like product reviews, product round-ups, articles comparing two or more products, or creating a tutorial using the product you wish to sell.
Below I share these 3 methods you can use to target customers with high purchase intent through your content.
Writing information-rich detailed product reviews is one of the best ways to target high intent buyers. These customers are very low on the marketing funnel, and all you need to do is present them with the solution they’re already decided to buy.
You can use product reviews to guide them to purchase from you instead of your competitors.
They already know the kind of product or service they’re looking for. Now they just need the extra details and answers to their questions to make that purchasing decision.
When you review a product, be sure to include details like overall satisfaction, pros, and cons and answer any frequently asked questions. Another great way to really sell the product is by pointing out how the product benefits the customer or how it makes their job easier.
Product round-ups are listicles similar to reviews, but you’re presenting a bunch of different products that solve the same problem. Instead of going into detail like a product review, these articles light touch on the overall features and benefits of each product.
Instead of presenting many products that do the same thing, round-ups usually have a variety of different products to encourage more than one purchase.
For example, “10 Camping Items You Don’t Want to Leave Behind on Your Weekend Camping Trip” would be a listicle of different products for one topic.
In the youtube space, comparison reviews are called “Vs.” videos. This is where you take two similar products, and you put them head-to-head to compare them.
If you’re using one of your own products as a comparison, you want to point out all the ways your product is superior to the competitors without sounding fake or sales-y.
Much like the product review, you want to get into detail. Compare the features and the benefits as well as the similarities and differences. Is there one gleaming feature that outshines your competitor? Make sure to put emphasis on this feature.
Another way to show that your product is the winner of the 2 comparisons, you can add in some customer testimonials. Doing this takes off the pressure of selling your product, and it allows others to sell it for you.
Not to be confused with a general how-to – although they can be effective, as we discussed earlier – but tutorials show how to achieve a specific result using a specific product. Especially if this result cannot be achieved with a generic or knock-off version.
For example, a tutorial for Photoshop would be a step-by-step walkthrough with screenshots showing how to achieve a certain effect on an image.
You can use this concept for any product. It’s a great way to show off features of your product and allow the product to sell itself. Instead of you describing what it can do, you’re demonstrating what it can do.
Purchase intention is an invaluable piece of marketing information that can help in your marketing efforts and boost your brand awareness and profits. Skyrocket your marketing campaigns by targeting high purchase intent buyers and nurturing those going through their customer journey.
You can utilize purchase intent data to your benefit by investing in intent data providers or analyzing your own website data. Purchasing intent data is a faster and easier way to target high intent buyers.
Take advantage of this data to improve your messaging, tweak your ad campaigns, and fine-tune your marketing funnel so you can increase your profits.
You can calculate purchase intent by using an Intent data service. Intent data providers benefit B2B businesses by improving your Target marketing. They do this by Analyzing purchase intent and then telling you which of your leads are ready to purchase your product and which ones still need further Encouragement.
A purchase intent question can be asked in the form of a customer survey. you can inquire your customers about their intentions to buy by asking them questions like “How likely are you to buy this product Again?” Or “why would you not buy this product again?”
Purchase intention is important so that you know when to really push for the sale or whether or not you should nurture your customer and retarget them in your marketing. You can boost your sales simply by retargeting customers who are not quite ready to purchase yet.